Alon Balshan is opening the third location of Alon’s Bakery & Market this month at Phipps Plaza. The new Peachtree Road location will have the same menu and fresh bakery products as his other locations in Dunwoody and Virginia Highlands. The latest location was originally expected to open last June but was delayed because of the pandemic.
The menu will feature freshly prepared breads, pastries, chocolates and European-style cakes as well as soups, salads and sandwiches. There will also be a patio area with outdoor tables and seating. A limited selection of packaged grocery items and wines will also be offered.
The location will occupy the former Twist restaurant space near Nordstrom on the side of the mall facing Peachtree Road. Alon’s, which first opened in 1992 is owned by Balshan, who moved here from Israel in the mid-1980s.
The new 5,000-square-foot Phipps Plaza location is somewhat smaller than the location in Morningside, which is 6,500 square feet, and the Dunwoody market, which is 11,000 square feet.
The business, which also offers catering, is adding a 20,000-square-foot wholesale bakery in Doraville to expand its sales of baked goods to the more than 60 restaurants and other food service locations it now supplies.
The addition of the new Alon’s location is in line with the $300 million facelift that puts less emphasis on retailing at Phipps Plaza. The owners of the mall, the Simon Property Group, touted as the largest operator of American shopping malls, has dropped one of its three large department stores and has plans to add a luxury hotel, a 13-story office tower, a fitness center, additional restaurants and a grassy area for gatherings.